臺灣博碩士論文加值系統

時至今日，在市場競爭的情況之下，為滿足消費者不斷改變的需求、企業必須推出新且多樣化的產品與服務，善用品牌策略來強化自身的競爭優勢。本研究之目的有二，其一在於了解品牌知名度與品牌形象是否確實對於品牌權益有顯著之影響，其二則是希望發現品牌權益是否會經由品牌延伸策略對母品牌權益造成影響。
本研究方法是透過包含前後測的實驗設計，針對運動用品品牌Nike，分別以Nike Golf與Nike LCD-TV作為相關產品與非相關產品延伸之代表，在2007年4月募集了210位社會人士擔任受試者，以迴歸分析來進行變項間的解釋與預測。研究結果顯示，品牌知名度與品牌形象皆正向的影響品牌權益，但是延伸產品之品牌權益並不會因為延伸策略的使用使對母品牌的品牌權益產生增強的效果，且非相關產品又低於相關產品。
根據研究結果，本研究結論出品牌知名度與品牌形象確實為影響品牌權益的重要因素，想要提昇品牌權益可以先從品牌知名度與品牌形象開始，但在另一方面，品牌延伸策略卻無法反映母品牌的優勢，尤其是非相關產品的延伸上，基於此一特性，未來在使用品牌延伸策略上需注意延伸產品與品牌原知名度與形象上之相關程度。

In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades.
This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies.
As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.

TABLE OF CONTENTS

CHAPTER I. INTRODUCTION 1
Background of the Study------------------------------ 1
Purpose of the Sudy-------------------------------- 6
Research Questions---------------------------------- 6
Definition of Terms----------------------------------- 7
Delimitations------------------------------------ 8
CHAPTER II. RIVIEW OF LITERATURE 9
Brand Awareness------------------------------------ 9
Brand Image--------------------------------------- 15
Brand Equity------------------------------------- 20
Brand Extension------------------------------- 28
Sport Product Industry---------------------------- 29
Summary------------------------------------------ 32
Hypotheses and Conceptual Framework------------------- 33
CHAPTER III. RESEARCH METHODOLOGY 36
Population and Sample------------------------------ 36
Instrument ------------------------------------ 37
Procedures------------------------------ 39
Data Analysis------------------------------------- 42
Pilot Study---------------------------------------- 43
CHAPTER IV. RESULTS 48
Descriptive Data Analyses-------------------- 48
Reliability-------------------------------- 50
Hypotheses Test-------------------------------- 52

CHAPTER V. DISCUSSION 60
Summary of Findings----------------------------- 60
Conclusion---------------------------- 61
Limitaions------------------------------------------- 64
Future Research-------------------------------------- 65
REFERENCES-------------------------------------- 66
APPENDICES---------------------------------------- 73
QUESTIONNAIRE----------------------------- 76

LIST OF TABLES
TABLE
1-1 Ansoff’s Product-Market Expansion Grid---------1
1-2 Four brand strategy---------------- 3
3-1 Brand Awareness Factor Loading and Cronbach’s α---------------------- 44
3-2 Brand Image Factor Loading and Cronbach’s α---------------------------- 45
3-3 Brand Equity Loading and Cronbach’s α------------------------------------ 47
4-1 Descriptive Statistics of the Gender, Occupation and Age of Sample Size for the Current Participants------49
4-2 Means, Standard Deviations and Reliability of Brand Awareness------- 51
4-3 Means, Standard Deviations and Reliability of Brand Image------------ 51
4-4 Means, Standard Deviations and Reliability of Brand Awareness------- 52
4-5 Means, Standard Deviations and Correlations among Variables--------- 53
4-6 Simple Regression Results-------------------- 53
4-7 Simple Regression Analysis Predicting of Brand Awareness on Brand Equity---------------------------54
4-8 Simple Regression Analysis Predicting of Brand Image on Brand Equity----------------------------------55
4-9 Correlations among Variables------------------56
4-10 Moderated Regression Analysis Predicting Awareness and Image after Extension to Equity after Extension---------------------------------------- 58

LIST OF FIGURES
FIGURE
1 Dimensions of Brand Knowledge-------3
2 Elements of brand Image --------------------- 17
3 Dimensions of Brand Image ------------------ 18
4 Dimensions of Brand Equity ------------------ 23
5 Customer-Based Brand Equity------------------ 26
6 The Sport Industry Segment Model ------------ 31
7 The Research Framework of Part 1 of this Study-------------------------- 34
8 The Research Framework of Whole Study-------- 35
9 The Research Procedure of this Study--------- 41
10 Estimated Marginal Means of Brand Equity----- 59

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